Content has been reconstructed based on interviews with stakeholders and historical records,
and may include partial dramatization for better understanding.
In the third round of the 2004 Miami Open,
a then 17 year old Rafael Nadal stunned
the world by defeating the reigning world No. 1,
Roger Federer, in straight sets.
It was an unexpected upset win
that announced to the world a new rising star.
But soon after, a serious knee injury followed,
and many said his career was over before it began.
While others stepped back,
Kia leaned in with quiet conviction.
And together, they began writing
one of the most extraordinary stories in sports.
In 2004, every brand saw Nadal’s potential.
But only one stepped up when it mattered most.
As the young player wrestled with injury and thoughts of early retirement,
Kia made a rare move in sports marketing—
a ten-year commitment to a teenager in doubt.
It wasn’t just a contract.
It was belief, and that trust lit a fire in the young player’s heart.
In 2005, Nadal returned, won his first Grand Slam at Roland-Garros,
and began his historic reign on clay.
Since then, he has never stopped mentioning Kia—not just as a sponsor,
but as the one who believed in him when few did.
That was what Nadal said in 2015,
standing next to the car awarded
to the champion after winning
the ATP Mercedes Cup.
The crowd laughed, but the message ran deeper.
It was the voice of someone who had shared
a journey built on trust beyond a sponsorship.
At the time, Nadal’s ten-year contract
with Kia was nearing its end.
Many global brands lined up with offers.
But for Nadal, the choice was never in question.
He chose Kia.
That same year, he appeared in
Kia’s global Sorento campaign
and took part in the Australian Open VIK
handover ceremony with the Sorento X-Car.
He wasn’t just the face of the brand—
he actively championed its most iconic models.
Driven by mutual trust,
Kia and Nadal together kept moving forward,
toward the very top of the world.
The deep connection between Kia, Nadal,
and the Australian Open began shortly after
Kia became the tournament’s official Major Partner in 2002.
Since then, built on trust and shared values,
their partnership has only grown stronger.
At the time, Kia wasn’t a household name in Australia.
But during every tournament, Kia provided
more than 100 vehicles for players, staff,
and VIPs—delivering not just transportation,
but a new kind of movement experience.
To tennis fans, Kia became an integral part of the
tournament over the years.
For Nadal, the Australian Open
has always been a stage of challenge
and resilience.
After his first win in 2009, he fell short
in four finals in 2012, 2014, 2017 and 2019.
But he never gave up.
In 2022, he returned and staged a historic comeback,
winning his second title 13 years after his first.
It was one of the defining moments of his career
and a powerful symbol of his journey with Kia.
It was a historic victory, one that moved and
inspired fans around the world.
Together, Kia and Nadal have continued to
inspire—proving what the spirit of challenge and
innovation can achieve.
And today, both have grown into global icons
beloved far beyond Australia.
On November 20, 2024,
Nadal played the final match of his professional career.
But for him and Kia, who had amassed
two decades of trust and friendship,
it wasn’t the end.
It was the start of something new.
No one knows what the future holds.
But one thing is certain.
Just as they’ve always faced uncertainty
with belief and perseverance,
Kia and Nadal will continue to take on
new challenges together,
embracing a bold new direction that inspires the world.
